Air New Zealand has reinvigorated its Airpoints member communications by transforming a run-of-the-mill email newsletter into a rich, interactive communication hub published magazine-style online. The focus was on creating fresh conversations, delivering content that was more upbeat and vibrant - packed with personality and real people. Additionally a live link to grabaseat was created so Airpoints readers could snap up those special fares.

People were told of the changes the airline was making; provided with tips and online calculators to get the best from their Airpoints membership. They were also informed about changes to getting through airports and how to keep fit and healthy in-flight on long trips.

With an already strong ROI from its member communications, this step-change in approach has driven great outcomes. Airpoints members are opening more emails than ever before and engagement through Air New Zealand’s communication website has improved online interaction by over 450%.

Commercially, direct sales have doubled from these communications - improving revenue from each single piece of communication by 18% and delivering an ROI of 1,051%.